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The inclusion of ads on Prime Video extends Amazon鈥檚 video advertising efforts beyond its Fire connected TV (CTV) operating system, its Twitch livestreaming service focused on video games, and its Freevee free streaming service. To view our forecast for Amazon Prime Video ad-supported viewers, click here. Amazon will use sports programming to attract non-endemic advertisers.

Twitch shows pricing鈥檚 ripple effect. In June,Twitch announced it would raise the price for US subscriptions for the first time, charging $1 more monthly to access individual creators鈥� channels. The increase has revenue ramifications for the company and its creators, who receive a 50% to 70% share of subscription income.

And the remainder is mostly made up of videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Total time with digital video far exceeds TV time. TV may endure as the single largest category for a while longer, but all digital options combined far exceed TV鈥檚 reach.

Male Gen Zers were significantly more likely to name Twitch (31.5%) and YouTube (33.8%) as their go-to platforms for livestreaming than female Gen Zers. Meanwhile, 40.2% of female and only 12.6% of male Gen Zers said TikTok is their go-to app for livestreaming. Live shopping hasn鈥檛 taken off quite yet.

Amazon already had several video advertising revenue streams through Twitch, free ad-supported streamer Freevee, and the Fire operating system. But the injection of ads into Prime Video will help Amazon鈥檚 CTV ad revenues grow more than we previously expected.

These figures include all of Amazon鈥檚 video units鈥擯rime Video, Freevee, Twitch, and Fire TV鈥攂ut the spike will come mostly from the infusion of new inventory on Prime Video. To view the full forecast, click here. Cord-cutting is another big factor in CTV ad spending gains. In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time.

This demographic鈥檚 shopping habits are still evolving and not as fixed as those of older consumers, and they have deeper familiarity with the livestream format for entertainment on platforms like YouTube and Twitch. With a large pool of creators joining TikTok Shop, a new wave of ecommerce livestreamers will capture Gen Z鈥檚 attention.

Nonetheless, advertisers should pay attention as intrinsic ads, which appear in games themselves, and programmatic ads increase and as e-sports and other forms of gaming video content take off on YouTube and Twitch. Use this chart:. Evaluate gaming ad spend. More like this:. Why advertisers need to keep up with consumer changes in streaming, social search, and gaming.

Twitch is holding its own but faces pressure to compete with social video platforms. Amazon is a pioneer and leader in gamer streaming, as its Twitch unit continues to grow despite being a mature service. We expect US Twitch users to top 35 million this year, nearing 39 million in 2027.

Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023. That extreme spike mostly derives from Amazon switching all Prime Video users to ad-supported video-on-demand (AVOD) status in early 2024, but healthy OTT ad increases will continue beyond this year.

Twitch, Meta, and YouTube remain the big players. Despite concerted efforts to close the gap by Facebook and YouTube, Twitch remains the global leader in livestreamed GVC hours watched, according to a March 2023 report from StreamElements and data analytics platform Rainmaker.gg.

They have the operating system with Fire tv, we include Twitch stuff on there. If it's at least shown on a television screen, freebie still exists. We'll see if it just gets folded into Prime video. But there's a lot going on with Amazon. Yeah. Marcus Johnson (16:35):. Alright folks, that's all we've got time for today's episode. Ross, thank you so much for hanging out today, fella.

Which platforms are Gen Z鈥檚 top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

鈥淵ou can think of it like Twitch meets eBay,鈥� said co-founder Grant LaFontaine on a recent episode of Inc.鈥檚 鈥淔or Starters.鈥�

The news: Amazon is set to make its upfront week debut on May 14, presenting its extensive streaming portfolio, including Prime Video, Prime Video Sports, Twitch, Amazon Freevee, and Amazon Music, to ad buyers.

Twitch, used to watch non-esports gaming content as well as non-gaming content, will boast 35.3 million users this year. And 62.2 million people will watch some kind of gaming video content, which includes non-live video as well. Spending on video games and related products fell in 2022 for the first time since 2019.

This feature is currently only available to select US advertisers on Twitch. Digital Signage ads, which allow brands to buy out-of-home placements in Amazon Fresh stores programmatically via Amazon DSP. Sponsored Display video creative to make it easier for small- and medium-sized brands to create and measure video campaigns.

It also began offering advertisers Sponsored TV, a self-service option that enables brands to create campaigns that can appear on over 30 streaming services, including Amazon Freevee and Twitch. The big takeaway: By refocusing its business on its core strengths, Amazon is in a strong position to further its dominance of the ecommerce landscape.

This includes viewership metrics not only from Prime Video but also from Twitch and NFL Plus. According to Nielsen's 鈥減anel-only鈥� ratings, the game between the Philadelphia Eagles and the Minnesota Vikings drew an average of 15.1 million viewers across all digital and linear platforms, a jump of over 16% from last year's opener between the Kansas City Chiefs and the Los Angeles Chargers.

Some of the more popular private social media platforms include Discord (used by 9.2% of Americans at least once a week or more), Signal (8.2%), Telegram (8%), Slack (6%), and Twitch (6%). Discord in particular is climbing up the ranks. The platform鈥檚 US mobile usage more than doubled between 2020 and 2022, which puts it in competition with Meta鈥檚 messaging platforms Messenger and WhatsApp.

Amazon has also offered significant advertising credits to new advertisers on its other video platforms, like Twitch and Freevee, and could act similarly with Prime Video. Our take: Amazon鈥檚 competitive pricing, high-profile content, and large out-of-the-box audience could drive peers to lower their prices, leading to a much more accessible streaming advertising market.

Interactions with brands went up between 2022 and 2023 on all platforms evaluated except X and Twitch, showing that social media is still a vital place to reach consumers. Use this chart:. Evaluate social media strategy. Prioritize social platforms. More like this:. Social media holds the most potential for innovation. Gen Z prefers to research brands on social media over search engines.